The most important variables to use to discover your best future customers are increasingly psychological. Borrowing techniques from psychometrics, this talk shows how marketers can use disparate online data sources to measure the right psychographic variables in order to maximize both performance and scale.

1. Affinity Marketing Leveraging Crowdsourced
Psychographics
contact: Ravi Iyer | ravi@ranker.com & Glenn Walker | glenn@ranker.com

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We Rank Everything*
*actually our users rank everything

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• Will this person click on my Facebook post?
• Will this person buy this product?
• Will this person watch this movie?
• Will this person want to read this related article?
Things We Try to Predict

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• Will this person click on my Facebook post?
• Will this person buy this product?
• Will this person watch this movie?
• Will this person want to read this related article?
Things We Try to Predict
….Behavior

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A Well Worn Model of Behavior Prediction

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Making Better Predictions
% of Behavior Predicted
Personality Situation Unknown
% of Behavior Predicted
Past Behavior Context Unknown

7. How do you measure the intangible?
How much do I
value
Experiences?
I go to concerts a lot.

8. How do you measure the intangible?
How much do I
value
Experiences?
I go to concerts a lot. error

9. How do you measure the intangible?
How much do I
value
Experiences?
I eat at diverse
restaurants.
I travel a lot.
I go to concerts a lot. error
error
error

10. How do you measure the intangible?
I value
experiences!
I eat at diverse
restaurants.
I travel a lot.
I go to concerts a lot.

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Subjective Answers, Objective Data
2,000+ RANKER VOTES 1 BUZZFEED WRITERVS...
1. How do you Crowdsource Objective Data to
Answer Subjective Questions?

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Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?

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Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error

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Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error
Error
Error
Michael Jordan

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Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error
Error
Michael Jordan

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Some experience or expertise
The Wisdom of Crowds
Wise Crowds Have…
Independence of judgments

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Quantitative Data on Emotion

18. …Did you know your favorite
celeb can be determined based on
your Halloween candy
preferences? Color us intrigued. If
you prefer Kit-Kat, do you know
what that says about your thoughts
on Ben Affleck? The folks over
at Ranker have divined some
pretty fascinating answers to those
hard-hitting questions…
October 27, 2015
“
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October 22, 2015
…Polling site Ranker
surveyed consumers to find the
best Italian restaurants in
America. Here are Ranker's top
10 picks according to the poll…
“
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…If you knock on wood when
you say something presumptuous,
you’re not alone...They may seem
old-fashioned, but superstitions are
still alive and well, according
to a new survey. Ranker polled
18,000 people on the superstitions
they believe in and found that, as a
whole, people are still very
superstitious…
October 21, 2015
“
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…As Saturday Night Live heads
into its 41st season, the crowd-
sourced website Ranker polled
97,000 users on the best characters
in the show’s history. Ranker also
polled its users on the best current
cast member and compiled data on
the youngest SNL hosts of all time…
“
October 1, 2015
”
April 4, 2016April 13, 2016
…A recent poll on Ranker.com
asked people to select which
celebrity would make the best
choice for President of the United
States. Ellen DeGeneres came in
first place, beating her celebrity
opponents such as Bill Murray,
Samuel L. Jackson, and even
Stephen Colbert...
…The debate over which cereal
really runs the breakfast table is
timeless, but with National Cereal
Day just around the corner,
Ranker set up a public poll to
settle the argument once and for
all. The results: Nine of the top 10
spots belong to sweet treats…
March 4, 2016
…120 Sports' Millennials' Athlete
Index is a list of the top 40
professional, Olympic and college
athletes that matter most to
millennial sports fans based on
research conducted in conjunction
with Ranker. Here’s how they
surveyed a sample of 1,400 18 to
34 year-old Ranker users…
January 27, 2016
The “Gallup For Everything Else”
…I was told a new poll came out
on website called Ranker...there's a
ranking of 50 celebrities people think
should run for president. I have
been voted #1. Thank you and not
interested! That sounds like the
worst job in the world to me...
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“
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“
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We’ve turned our graph into a B2B tool; beta testing with public launch Q3

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22. Using Data to Power
Social Media Campaigns
A Music campaign on Ranker
generated 300k visits to their
custom lists, 600k votes on those
lists and 35k clicks to play their
songs – in just 7 days.
Case Study
Correlations provided lower CPCs

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Viacom Case Study: Optimizing BET NOW App Installs
Objective
To drive installs of its BET NOW streaming app via Facebook, BET/Viacom leveraged Ranker data to optimize
audience targeting on social media (through its social PMD partner).
Execution
BET flighted push for BET NOW installs against the Season 3 launch of its
flagship drama, Being Mary Jane.
Using Ranker data via our Insights platform, BET targeted new
audiences from affinities known only to Ranker. To complement
Facebook’s recommendations and lookalikes.
Facebook’s Audiences showed low initial CPIs, but exhausted rapidly vs.
Ranker’s data, which showed better, longer-tail efficiency.
Success
9 of 15 best-performing audiences via Ranker insights
17,000 total BET NOW installs within four-day flight
$2.29 average CPI via Ranker insights (vs. $2.50 target)
"Ranker data proved to be a valuable
source of audience expansion, even
though Facebook-based audiences
performed extremely well, because they
exhausted more slowly than Facebook’s
audiences. Their data graph will prove to
be extremely useful on larger campaigns”
-Accomplice (Viacom's agency)

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Maslow’s Heirarchy of Needs
What
People
Want

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Inspiration
Passion
Emotion
Connection
Mission
Clicks
Shares
Likes
Fans
Comments
What We Measure What People Want
The Data Disconnect

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Ravi@Ranker.com
@RaviDataIyer
Questions?